Print ad space in EV Segment surged by 7.7x during Jan-Mar’23: TAM AdEx

The Indian government has set a target to achieve 30 per cent electrification of the country’s vehicle fleet by 2030, and has introduced several incentives and policies to support the growth of the EV industry.

For electric vehicle manufacturers, the government has already launched initiatives such as the Faster Adoption of Manufacturing of Electric Vehicles Scheme – II (FAME – II) and the Production Linked Incentive Scheme (PLI).

Prominent Indian automobile manufacturers like Tata Motors and Mahindra & Mahindra have begun producing EVs, and several international companies have also entered the market.

There is increase in ad spends seen among vehicle manufacturers for electric vehicles in their portfolio. In its report on advertising trends for EVs – two-wheelers for the period January-March 2023, TAM reveals that Ad space in EV Segment in print surged by 7.7x during Jan-Mar’23 compared to Jan-Mar’22, on the other hand, during the same period, a decline of 33% was seen in ad insertions for EVs in Digital as compared to Jan-Mar’22.

Television

During the period Jan-Mar’23, EV ad volumes for TV surged by almost 5x as compared to Jan-Mar’22. During the period Jan-Mar’23, overall Two Wheelers ad volumes on Television increased by 8% over Jan-Mar’22. Considering only ICE (Internal Combustion Engine) Two Wheelers, ad volumes declined by 11% in Jan-Mar’23 over Jan-Mar’22.

The Top 2 advertisers for EV Segment together added 83% share of the ad volumes with Okaya EV (55%) on top during Jan-Mar’23. Okaya Faast-F4 was the leading brand in EV Segment with 39% share of the ad volumes during Jan-Mar’23. TVS Motor Company (33%) was the top advertiser. Okaya EV, AtherEnergy, Atumobile and Wardwizard Solution India were EV advertisers among the Top 10. Suzuki Avenis was the top brand, followed by Bajaj Pulsar N160. Okaya Faast-F4 and Ather 450 X were EVs among the Top 10 brands.

The top channel genres for EV advertising were News and Movies, with News being the dominant genre accounting for 77% of the total.

News and Movies genres were on top with 41% and 21% share of overall category ad volumes, respectively.

Print

Print Ad space in EV Segment surged by 7.7x during Jan-Mar’23 compared to Jan-Mar’22. The period Jan-Mar’23 experienced 84% hike in overall Two Wheelers’ ad space as compared to Jan-Mar’22. Considering only ICE (Internal Combustion Engine) Two Wheelers, ad volumes saw 58% growth in Jan-Mar’23 over Jan-Mar’22.

The Top 2 advertisers – Ather Energy and WardWizard Solution India – accounted for more that 80% of the EV ad space with Ather Energy leading the list. Ather 450 X was the leading brand in EV segment with 60% share, followed by Joy E-Bike Mihos with 11%.

Bajaj Auto (24%) topped among the advertisers; Ather Energy, WardWizard Solution India, Greaves Electric Mobility and Pur Energy were EV companies present among the overall Top 10 advertisers. Bajaj Platina 110 ABS topped among the brands; Ather 450 X was the only EV among the Top 10 Brands.

Top 5 Publication Language of EV Segment had 78% share, with Hindi (27%) being on top, followed by English (21%). Top 5 Publication Languages (Overall) accounted for 81% share of the sector’s Ad space. The Top 2 publication languages were Hindi (38%) and Tamil (12%).

The North Zone secured 1st position with 42% share of Two Wheelers (EV Segment) advertising in Print during Jan-Mar’23. Maharashtra and Karnataka were top 2 states in Pan India.

The South Zone secured 1st position with 36% share of overall Two Wheelers advertising in Print during Jan-Mar’23. Maharashtra and Tamil Nadu were the Top 2 states in Pan India.

Radio

Radio ad volumes of the EV Segment for Two Wheelers increased by 6.2x in Jan-Mar’23 over the same period for the last year.

In the overall two-wheeler category, Jan-Mar’23 witnessed increase of 8% in ad volumes as compared to Jan-Mar’22. Considering only ICE (Internal Combustion Engine) Two Wheelers, ad volumes dropped by 14% in Jan-Mar’23 over Jan-Mar’22.

Total 8 advertisers promoted EVs during the period Jan-Mar’23, with Greaves Electric Mobility leading the list with 47% share. Total 9 brands were present in the EV Segment during the period Jan-Mar’23, with Ampere Magnus Ex (47%) leading the list.

In the overall two-wheeler category, Yamaha Motor India was the top advertiser with 26% share. Greaves Electric Mobility, Amo Mobility Solutions and Ather Energy were EV companies among the Top 10 advertisers. Yamaha FZ S Fi (26%) was the top brand; Ampere Magnus Ex, Amo Electric Bikes and Ather 450 X were EVs among the Top 10 brands.

Andhra Pradesh was the top state with 20% share of the EV ad volumes, followed by Maharashtra with 19% share during Jan-Mar’23.

Tamil Nadu was the top state with 33% share of the overall Two Wheelers’ ad volumes, followed by Maharashtra with 16% share during Jan-Mar’23.

The West Zone topped for EV advertising with 32% share of the ad volumes, closely followed by South Zone with 31% share in Jan-Mar’23.

The South Zone topped for overall ‘Two Wheeler’ advertising with 51% share, closely followed by West Zone with 29% share in Jan-Mar’23.

Digital

Compared to the other media, the period Jan-Mar’23 observed a decline of 33% in Digital ad insertions for EVs as compared to Jan-Mar’22. Looking at the trend by creative types, that is, Display and Video, Display ads saw 44% drop, while Video ads witnessed 24% rise in EV ads.

Ad insertions of the overall Two Wheelers Category during Jan-Mar’23 increased by 1% as compared to Jan-Mar’22. By Creative Types, Display ads dropped by 37% and Video ads grew 4x in Jan-Mar’23 over Jan-Mar’22. Considering only ICE Two Wheelers, overall ad insertions saw 19% growth, Display insertions dropped 34% and Video rose by 6x.

WardWizard Solution India was the top advertiser with 26% share of EV ad insertions, followed by TVS Motor Company with 21% share. Joy E-Bike (25%) was the leading brand in the EV Segment during Jan-Mar’23 with 25% of ad insertions.

TVS Motor Company led the advertisers’ list with 47% share. WardWizard Solution India, Ola Electric Mobility and Klb Komaki were the EV companies among the Top 10 advertisers. TVS’s Raider and Radeon were the Top 2 brands in overall Two Wheelers’ advertising. Joy E-Bike was the only EV among the Top 10.